• AdAge, Friday, August 18, 2006 1 PM

Going where its target buyers are, Chevrolet will spend nearly half its ad budget on the Web to launch its retooled Aveo subcompact sedan. The car's main target of 18- to-34-year-olds spends an average two hours daily online, says Ed Peper, general manager of Chevrolet. TV will account for roughly 35 percent of Aveo's relaunch budget, which includes print buys and guerrilla-marketing street teams. General Motors spent $25.7 million in measured media for Aveo's launch in 2004; $7.4 million last year; and less than $14,000 in this year's first quarter, according to TNS Media Intelligence. For the car's launch two-and-a-half years ago, the carmaker bought time on the Super Bowl to air a spot in which tall basketball players looked short seated in the vehicle, as a way to show the Aveo's roominess.

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